Brief :
Cread is affiliated to FCB. FCB CREAD is to adopt its new brand identity and positioning: Be brave to embrace change.
Strategy :
Create an email teasing game to trigger interest in the change that was about to happen and at the same time acts as a greeting for the new year.
Creative :
Create an interactive e-Card where a homeless guy is shown. People had to ‘re-brand’ that person using different clothes and accessories.